How to Define Your Brand Tone for Advertising.
When you already have the best products and a brilliant comparing, the only remaining thing will be to figure out a way to send the message. This is where the brand tone usually come in. For some brands, the epitome of the brand tine can be even their slogan, and here is how you create yours. The first thing here will be to differentiate the brand voice from the brand tone because many people get confused here and they actually overlap sometimes. The brand voice describes the company’s personality and unless there is rebranding, this remains the same and doesn’t change.
The tone is then the emotional inflection that is applied to the brand voice. While the provocative language or cursing may be the best ways to get an emotional response, you should never use them on the marketing material because they are also the easiest ways that you can mess up the tone. The tone can be really vague and hard to describe, and to get started, you should collect all the available materials from the web content to the videos and the images, podcast and anything else that can be helpful. You will then separate the original ones from the ones that could have come from another company like a competitor, and then you will determine what actually makes them original. This should match what you want the client out there to see your brand and company, and anything that doesn’t meet this requirement should be discarded.
You will see some common themes and words that you will then use to define the voice. People that you trust and also understand the materials can help you come up with like ten examples and then three words describing each of the examples. You will then identify the common themes and words, and choose the three words that best describe the kind if tone that you are looking for. You will then make a chart of the do’s, the don’ts, the voice characteristics and description, and then use this as some sort of a filter that determines what to and what not to appear on the final copy. When you have all these tips in place, you will then on down the brand voice, determine where the materials will be used, try out a number if the copy’s different versions and you will be good to go.